Poised to reshape the world, the metaverse is science fiction turned reality. As the seismic shift takes place, understanding the relationship between consumers and online engagement may help companies break through.
The Creator Economy Summit on May 25th assembled executives to talk shop. One session—New Frontiers: Creators and the Metaverse—included Kevin Collins, Managing Director of Software, Platforms, Innovation and Offerings at Accenture, Enrico D'Angelo, VP of Product, Economy and Ecosystems at Roblox and James Myrick, General Manager of Growth Marketing at BEN Group.
Collins discussed how creators can deepen their relationships with their audience in the metaverse. "To me, it's much more of a hosting relationship than what we see in social media today. Creators, especially now, are transacting on authenticity," he said.
Myrick viewed the construction of the metaverse as a vital component in staying connected with others and an opportunity for creators to deepen their toehold in markets and industries.
"Being able to have this sandbox in which you can create content, create entertainment, create these moments and experiences to share with your community, that's a huge opportunity," Myrick said. "From the creator standpoint, I think there's a lot of anticipation of exactly how to do this and how to do this well, and finding the right niches and moments to create these opportunities to connect with their audience."
Given the snowballing demand for new and more personal content, Myrick also emphasized how the metaverse's immersive and interactive nature is particularly relevant in the COVID-19 era. "Especially right now, there's a need to feel connected, to feel a part of something, and creators are, more than anything, community leaders," Myrick said,
While the metaverse shows promise in revolutionizing the virtual world, D'Angelo said it is important that creators educate themselves.
"To take full advantage of this frictionless environment—this really rich and engaging environment—you need to understand it. You can be a metaverse native and find it a natural thing to interact with it, but if you're coming from the outside, there's a lot that you need to learn to take full advantage of it," D'Angelo said.